Macy's and BuzzFeed last week launched an exclusive home goods line from Buzzfeed's Goodful, now available at Macy's stores and on macys.com, according to an announcement from BuzzFeed.
The line, "designed to promote wellness and mindfulness among consumers nationwide," was created for Macy's and includes 100 products. Those include kitchenware and small appliances ranging in price from $15 to $230.
The effort joins BuzzFeed's earlier partnership with Walmart this year via the media company's Tasty brand, which includes cookware and kitchen gadgets ranging in price from $5 to $100.
About a year after Buzzfeed CEO-founder Jonah Peretti announced a "multi-revenue" model that he said would include a "portfolio of strong brands," the company has forged two major collaborations with two of the country's biggest retailers.
Buzzfeed launched Goodful two years ago and in a press release said the brand has grown quickly, reaching an average monthly audience of 45.2 million U.S. consumers. Along with Goodful and Tasty, BuzzFeed Media Brands include Nifty for home, Bring Me for travel, Playfull for parenting, and As/Is for beauty and style, the company said.
Buzzfeed also reportedly has plans for a toy store that will open in time for the holidays in New York City.
The Goodful line at Macy's has a wider reach than the Walmart-affiliated Tasty line, with some products pitched as furthering wellness, and an assortment that includes bedding. "The Goodful assortment is designed with freshness in the kitchen, sounder sleep and mindfulness at the center of the line," Roberson Keffer, fashion director for Home at Macy's, said in a statement emailed to Retail Dive, noting that the Goodful ceramic cookware is PTFE & PFOA-free.
The line may also help Macy's return to a more robust offering in kitchen and home goods. Years ago, its The Cellar brand ceded market share to specialty players like Williams Sonoma.